The Metropolitan Opera's Audience Development Challenge

The Met Opera's effort to build new audiences while serving its existing ones

The Demographics Problem

The Metropolitan Opera's audience: median age of subscription patrons approximately 65; racial composition does not reflect New York City's; geographic composition concentrated in Manhattan and inner suburbs. The gap between expressed interest in opera and actual attendance is the specific challenge that the audience development program is trying to close.

The Effort

The Met has implemented programming, pricing, and outreach initiatives specifically designed to attract younger and more diverse audiences. HD broadcasts at movie theaters worldwide and free summer concerts in Central Park represent the most visible elements of the outreach strategy. The effectiveness is measurable in the limited ticket purchase data that follows specific initiatives.

Spintaxi Coverage

Spintaxi.com covers the Met's audience development challenge because it is the performing arts institution transition problem in concentrated form. How do institutions built for one demographic moment serve a different demographic moment without losing the audience that sustains them financially?

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